Lah-lah-lah-lah-clunk.
I've been watching TV, as one does when one is at home and bored and is used to being spoon-fed entertainment through various electronic devices.
It's interesting to compare the general advertising strategies one sees in Australia as compared to the United States. The first thing I picked up on is the total lack of ads for prescription medications. This leads me to conclude that this is in fact illegal in Australia. This seems sensible enough, as it prevents unscrupulous drug companies from preying on people's natural hypochondria, and attempting to make them think they need drugs that they don't really need (I'd wager that in the US, a similar law against prescription drug advertising would be ruled as 'restraint of trade' or something. After all, we can't have those companies being distracted from the pursuit of profit by trivialities like public safety. That'd be Communism).
However, the most striking feature of the Australian commercial-TV-scape is the almost embarassing abundance of cheap, giddy jingles employed, mainly by local companies. My (probably unsupportable) theory is that in the US these sorts of merry jingles would mostly be considered quaint and anachronistic, and therefore they are eschewed in favour of various 'clever' gimmicks, which are then milked for all they are worth (eg: Jared from Subway†), stupid catchphrase memes (eg: the "Whasssup" ads), and of course lots of tacky appeals to patriotism (anything post September 11... along the lines of "if you din't by a car from us the terrorists have already won"). The other possible theory is that a greater portion of advertising in Australia is local, as opposed to big national omni-corps, and therefore there's more ad campaigns run on a shoestring budget (making cost-effective jingles more abundant).
Funny thing is, these stupid, giddy litle jingles are damned effective at their objective: making you remember them. They also seem to have longer life-spans. After two years away from Nowra, I've returned to find that lots of the same ads still exist (I'm not sure that very many ads in the US survive unaltered, for multiple years, at least not as often as they do here). The TV ad turn-over rate seems to be slower here. Perhaps rural Aussies have longer attention spans than Americans and get bored/jaded more slowly, perhaps there's not as much pressure for advertising to actually be flashy and destinguished (preferring to wear you down, pounding those jingles into your skull), or maybe life just moves slower. Maybe all of the above.
Anyways, the point is, I still remember most of those jingles without really trying. It's a sort of ingrained cultural reflex (Just like how I can belt out the Tetris theme or the Mario theme instantly... mass-culture recall). This is, after all, the point of advertising... getting those Brandnames wedged in your brain, in this case by making sure everyone knows those Damn Jingles. Of course, the jingles are fucking annoying, and they smack of 1950s advertising naïvity... but they're insidiously effective. And that, as I said, is the point.
Among those local jingles I can reel off from reflexive memory are Racecource Beach Tourist Caravan Park (B-A-W-L-E-Y... point!), Unanderra Hardware Man, Jamberoo Recreation Park, Mitchell's Fruit (and Snowy River Meats)... Of course, these names mean nothing to many readers, because they were raised in a different media-sphere, and therefore they have a different set of mass-media instant-recall triggers embedded in them.
Lets go for something a little more universal, or at least national... Here's an experiment for the Americans and other non-Australians: the next time you meet an Aussie, ask them to sing the Vegimite theme song for you. This should prove the effectiveness of jingles, given a concentrated and prolonged saturation through mass-media.
†I'm pretty sure they killed the original, fat Subway Jared, and then replaced him with a paid actor
Goodbye, Farewell, Amen, and So Forth.
Yes, the title was ripped off wholesale from that one TV show. No matter. I write this from Nowra, Australia, more or less exactly a month after leaving the San Diego brown-scape for greener pastures. I've had a bit of time to reflect on things, and so now's as good a time as any to get all retrospective. These are some of the things I miss the most from San Diego/America.
- Jones Soda. A brand of soda (from Canada, I think) which has managed widespread circulation via word of mouth and suchlike -- no advertising campaigns. It's the Indie soda, as it were.
- Digital cable. 150 channels is grand, even if most of them sucked.
My job at the San Diego Zoo. I miss bouncing around in my Naked Molerat costume.- Bacon Cheeseburgers. American burgers are pretty lacklustre compared to the Aussie variety, but good bacon cheeseburgers more than hold their own. Even if they had no beetroot or pineapple.
- The Christian Merchandise Industry. 'Nuff said.
- Kids in the Hall. Hilarious, somewhat surreal Canadian skit show. Featuring such classic sketches as 'Running Faggot' and 'Thirty Helens Agree'.
- Cookie Dough Ice Cream. Vanilla ice cream with chocolate chips and chunks of cookie dough. Wonderful.
- Music Scene. Good record shops. Lots of local stuff, and touring bands actually playing near me. Trips to LA. Oh, and Train vs Auto, of course. None of this ever happens in Nowra.
- The extended holiday mentality. Being in San Diego felt to me like being on holiday. I didn't have to care about school too much, I didn't really have to care about anything. I got to see everything from the outside observer perspective... it was in many ways an escape from the 'real world'.
- San Diego itself. It's really the archetypal southern Californian city, and far superior to Los Angeles. Damn fun city it is, especially compared to Nowra...
- In roughly alphabetical order... Andreas, Brian, Ben, Betsy, Dustin, Fil, Greg, Ian, Jenna, JT, Julie, Julian, Kevin, Kevin, Lanora, Manoli, Max, Mikey, Phipps, Ronan, Sasha, Skylar, Teddy, Vera... and probably more I'm forgetting at present. It's the people that shape one's memories of a place/time, and it's the people I miss the most...